ChatGPT ads expand to Europe: Free and Go users will see ads within chats

OpenAI is bringing ads displayed within ChatGPT to the European market. The company's recently launched ChatGPT Ads program will be expanded to 31 countries in Europe starting August 24. This will bring the total number of markets where the program is active to 40.

With the new implementation, tens of millions of users across Europe are expected to encounter ads during their conversations with the chatbot. Ads will only be shown on ChatGPT's Free and Go plans. There will be no ads on Plus, Pro, and enterprise subscriptions.

OpenAI began testing its advertising model in the US in February; it later expanded to markets including Canada, Australia, New Zealand, the UK, Mexico, Brazil, Japan, and South Korea. The company describes the expansion in Europe as a new channel for marketers to reach users during their "research, comparison, and decision-making" processes.

USER TRUST AND REGULATORY DEBATE

OpenAI maintains that conversations are not shared with advertisers and customer data is not sold, in order to ensure that ads do not undermine user trust. The company also states that ads within ChatGPT will be clearly marked, kept separate from the system's responses, and that advertising will not influence ChatGPT's responses.

However, displaying ads in chatbots is sparking debate, particularly due to concerns over personalized content and the trust relationship established with users. In the US, some users had reacted to the display of ads even on the paid monthly Go plan. It is stated that users will have control over ad personalization, and those who do not wish to see any ads at all can switch to more expensive ad-free plans.

The issue is being monitored in Europe not only as a commercial innovation but also in terms of the regulatory framework. The EU AI Act prohibits AI systems that use subliminal or manipulative techniques and exploit people's vulnerabilities in a way that could cause serious harm. However, researchers and consumer organizations point out that it is not yet clear how these provisions will be applied to chat-based AI advertising.

Another topic for ChatGPT is the assessment being conducted under the Digital Services Act. The European Commission is examining whether ChatGPT's search function will fall under the status of a "very large online search engine," which is envisioned for services exceeding the threshold of 45 million monthly users in the EU. Such a designation could bring additional obligations, such as risk assessments, independent audits, a public ad archive, and more comprehensive data sharing with regulators.